Advertisements - Lesson Notes

Live Lesson Notes
Advertisements
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Content:
1. Adverts Vocabulary
2. Parts of an advert
3. What makes a good advert
4. Creating a slogan
5. Idioms
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www.keithspeakingacademy.com Copyright@KeithSpeakingAcademy
Some Useful Links
My GOLD online course

https://courses.keithspeakingacademy.com/p/ielts-speaking-get-band-
7-gold
What makes a good advert

https://simpleflying.com/what-makes-a-good-airline-advert/
Famous slogans
https://www.wordstream.com/blog/ws/2021/09/21/advertising-slogans
Creating our own slogan for Keith Speaking Academy

http://linoit.com/users/keithohare/canvases/Keith%20Speaking%20Aca
demy%20Slogan
Get your free e-book: 10 Most Common Mistakes

https://keithspeakingacademy.com/sign-up-download-10-mistakes/
Click to get a complete Mock IELTS Test (10% discount)

https://ielts.preptical.com/the-path-to-success-in-the-ielts-test/?ref=69
70
Find a teacher so you can start practicing all the language you are
learning here. Practice is the key!
https://bit.ly/IELTSSpeakingitalki
Collect my free IELTS Speaking PDFs here

https://keithspeakingacademy.com/ielts-speaking-free-live-lessons/
Follow me on social media

https://www.facebook.com/groups/KeithIELTSMastermind/
https://www.youtube.com/channel/UCiVm8XcbwS8-pcDEa5lFXIA
IELTS Speaking Vocabulary: Advertisements
Here are some useful nouns, adjectives and collocations to talk about
adverts.
● Ad (n.)
● Advert (n.)
● Advertisement (n.)
● Advertisement (n.)
● Advertise (v.) __________ (selling)
● Advertise (v.) for _______ (looking for person)
●
This company advertises make-up products
This restaurant is advertising for a chef
Advertise in a newspaper / on the TV / on social media
TIP: Usually use ‘on’ for a platform
An advert for _____ (selling and looking for)
Collocations
● Advertising campaign
To target somebody
They are targeting children
This advert is targeted at adults
They want to target middle-aged men
Who is your target audience? (= the people you want to reach and sell
to)
Different parts of an advert
What are the different parts of an advert?

Well, there are many different parts to an advert, whether it appears on
the TV or in a newspaper. Here are the main aspects you should know.
The headline. This appears at the top of a written advert and it is the
part that needs to catch the reader’s attention.
In addition to writing, most adverts make use of some kind of visual

support. These can be known as,
• Visuals
• Creatives
• Pictures
• Images
• Animation (sing.)
This advert has attractive visuals
I love the appealing creatives in this Facebook ad.
Another important aspect is the advertising slogan, which is often

known as the tag line. Here are some famous examples
• Nike: Just Do It. ...

• L'Oreal: Because You're Worth It.
• McDonald's: I'm Lovin' It.
Nike has a such a catchy slogan, it is really engaging
Finally, many adverts make use of a short piece of music or sound, and
this is called a jingle.
Find out more about some famous advertising slogans here:

https://www.wordstream.com/blog/ws/2021/09/21/advertising-slogans
Describing adverts
How would you describe these adverts?
Here are some useful phrases below to describe these advertisements.z
1. Appealing and interesting visuals, misleading, shocking, attractive
for children, makes good use of product endorsement (using
celebrities or other famous brands), memorable, fun.
2. Thought-provoking, engaging, provocative, unconventional (=not

following the normal way), refreshing.
3. Retro, vintage, old-fashioned, out-dated, dated, ancient (if we are

being euphemistic or tongue-in-cheek), uses vivid and captivating
colours, shocking, controversial (provoking disagreement), not
mainstream (= unusual), misleading
The third advert is quite old and, back in the day, companies could
have got away with saying cigarettes with a filter are ‘healthy’.
Nowadays, this kind of advert would be regulated and not allowed in
many countries. So, we could say it is humorous, funny or even
hilarious, because it is so unbelievable.
IELTS Discussion: Good Adverts
What makes a good advert?

Here are some useful ideas and phrases to talk about the
characteristics of a good or bad advert.
● It shouldn’t stretch the truth

● to stretch the truth = to exaggerate
● It has celebrity endorsement = a famous person says it is a
good product or service
● It has a captivating slogan
● It uses colourful / attractive visuals
● It cuts to the chase = it gets to the point
● There is clarity of message
● It conveys a clear message
● There is a clear target audience
● It appeals to the right target audience
● There is good storytelling and it is a memorable story
● There is an attractive hero / heroine
● There is tension in the story
● It has relatability = you can relate to it or you can identify with it.
Both of these mean it’s relevant to your life.
● It catches your eye
● It grabs your attention
● It builds empathy and trust
● It creates a positive impression of the brand
● In a saturated market (busy and full market), all of these are
important
IELTS Questions: Adverts you Like and Dislike
Templates for adverts you like
I am fond of adverts that ______
I tend to like adverts that ______
I am one for adverts that ______
I’m fond of adverts that have a good storyline
Templates for adverts you dislike
I can’t stand adverts that ______
I loathe adverts that ______
I can’t be doing with adverts that ______
I can’t be doing with adverts that mislead and give false information
Creating a slogan
If you want to help create a slogan for the Keith Speaking Academy,
then you can add your idea to the board in the link below
http://linoit.com/users/keithohare/canvases/Keith%20Speaking%2
0Academy%20Slogan
Idioms to Talk about Adverts
To have it down to a tee = after much practice, be able do it perfectly
I have played this song hundreds of times on the piano, now I have it
down to a tee.
Apple have their advertising slogans down to a tee.
Go viral = to spread quickly and widely
China Airline’s latest advert went viral across the world
To splash out on = to spend a lot of money on something
The big companies like Coca Cola always splash out on advertising
To stand out from the crowd = to be so much better that everybody

notices you.
Apple’s latest advert for the iPhone 13 stood out from the crowd
To harp on about something = to talk repeatedly about something in

an annoying way
These adverts always harp on about how good the product is but then
they never keep their promises
To coin a phrase / tagline / slogan = to create a phrase
It’s not easy coining a catchy tagline or slogan


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Live Lesson Notes

My GOLD online course

What makes a good advert

Creating our own slogan for Keith Speaking Academy

Get your free e-book: 10 Most Common Mistakes

Click to get a complete Mock IELTS Test (10% discount)

Collect my free IELTS Speaking PDFs here

Follow me on social media

This company advertises make-up products

This restaurant is advertising for a chef

Advertise in a newspaper / on the TV / on social media

TIP: Usually use ‘on’ for a platform

An advert for _____ (selling and looking for)

They are targeting children

This advert is targeted at adults

Different parts of an advert

What are the different parts of an advert?

In addition to writing, most adverts make use of some kind of visual

This advert has attractive visuals

I love the appealing creatives in this Facebook ad.

Another important aspect is the advertising slogan, which is often

• Nike: Just Do It. ...

Nike has a such a catchy slogan, it is really engaging

Find out more about some famous advertising slogans here:

How would you describe these adverts?

Here are some useful phrases below to describe these advertisements.z

2. Thought-provoking, engaging, provocative, unconventional (=not

3. Retro, vintage, old-fashioned, out-dated, dated, ancient (if we are

What makes a good advert?

● It shouldn’t stretch the truth

Templates for adverts you like

I am fond of adverts that ______

I tend to like adverts that ______

I am one for adverts that ______

I’m fond of adverts that have a good storyline

Templates for adverts you dislike

I can’t stand adverts that ______

I loathe adverts that ______

I can’t be doing with adverts that ______

To have it down to a tee = after much practice, be able do it perfectly

Apple have their advertising slogans down to a tee.

Go viral = to spread quickly and widely

China Airline’s latest advert went viral across the world

To splash out on = to spend a lot of money on something

To stand out from the crowd = to be so much better that everybody

To harp on about something = to talk repeatedly about something in

To coin a phrase / tagline / slogan = to create a phrase

It’s not easy coining a catchy tagline or slogan

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